Seasons & Collections. A wake up call.

May 10, 2017

Seasons & Collections. A wake up call.

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Today’s high-street seasonality is so frequent that we aren’t able to keep up. The truth is, we aren’t supposed to.

Having recently watched the cult documentary The Minimalists, the picture documented instances of United States high-street-brands producing 52 seasons of apparel a year. Compounding collections were being intentionally and perpetually outdated. More sobering than that, the Label was reported to have been destroying their previous week’s stock so they could no longer be attained. Strongly opposing this destructive behaviour, Joshua Fields Millburn and Ryan Nicodemus have been spreading their message through inspirational talks and interviews since 2010. Having captivated a wide American audience with their ideologies surrounding “the best things in life aren’t things”; we suggest you take a look at their blog for more information.

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We hasten to quote an insightful interview with the reverent industrial designer Dieter Rams. Style and culture magazine, Kinfolk, recently showcased Rams’ opinion towards sustainability via his “ten principles of good design.” Implementing thorough and ethical values in his work, Rams’ influential career yielded design icons with German consumer company Braun and British furniture company Vitsœ. Starting as basic guidelines, his ten principles have arguably become part of the fabric of global design culture. As one of the century’s most influential designers, the Kinfolk interview underpins his ongoing enforcement;

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“As little design as possible.”
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“This is a global struggle against excess, waste, visual pollution and environmental destruction. Since his retirement, Rams has continued to advocate these values forcefully in essays, interviews and exhibitions (and later this year in a documentary film) reasserting that design must serve rather than dominate people, and that it must help us feel comfortable with fewer things so that we can resist wasteful exploitation of material and energy.” Alex Anderson & Molly Mandell, Kinfolk, Issue 23, 2017.

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We feel that eyewear also suffers from this erratic pace of fashion. As an eyewear brand, we can only interpret this as a seasonal devaluation of what is our core product. From the outset, we sought to take a different stance. By keeping our infrequent collections small and our message large, we want to ethically create eyewear for people that can transcend the wastefulness of momentary fashion. Lasting products pose greater sustainable effect, simultaneously allowing user connectivity and eventually, personal attachment.

This is what inspires us as designers and pushes us forwards.

Eyewear that is: Designed Well. Made Well Here.

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